So what does that tell us about how deeply a landscape writes itself into what people want to taste?

Yeah, that's a great question.

And that's a great way of looking at that particular case study because it's fascinating.

So what was happening was Nescafe was the brand that we were working for.

And they had, they produced one, because of their manufacturing, they had to cover the whole archipelago with one brand, one coffee.

But they were being attacked in some regions by a stronger brand, by a brand that had a much stronger coffee, and in other regions by something that had a more mellow coffee.

That was very difficult for them to answer.

So when a food that a whole country grew up on quietly gets reformulated, what's actually being lost?

But how did you get into market research?

Thank you and hello.

Thanks very much for having me on.

How did I get into market research? I spent 20 years as a marketeer, ending up as a head of product development and very much focusing on how can we create products that consumers are going to love.

But I saw far too many products being created that were good products that consumers liked But they didn't love and they weren't moving the dial.

Now, as head of new product development, I really found that my strength was in understanding consumers and understanding what consumers want.

And it always kind of surprised me in the corporate world.

Yes.

This is the Freudian theory, isn't it? That it all comes from your childhood.

It all comes from your childhood.

But obviously you can change your attitude and you do through your teenage years.

You know, you start to like coffee.

You learn to like alcoholic drinks.

So you do.

But you're always changing against those original parameters.

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